Los ojos del nativo

The challenge was to build a visual identity capable of reflecting the tension between the inner and outer worlds, while also functioning as an adaptable system that maintains coherence.

We started from a central metaphor: the eye as a window to the soul. The eye acts as a symbolic structure, transforming into a spiral/labyrinth. It represents the inner world, suggests introspection, and evokes emotional complexity.

To reinforce the importance of the individual, we asked Juancho’s nephew to handwrite a phrase, which we then digitized and animated. The childlike handwriting represents individual essence, prior to social structure. In contrast, to represent the institution, we used a rigid and structured Grotesk Bold Sans Serif.

The credits were built from the digitized signatures of each participant, reinforcing the idea that the collective is made up of unique human individuals.

To develop the visual universe, we drew on formal references such as brutalist architecture, institutional graphic language, dystopian imagery, and an industrial color palette. Yellow functions as a disruptive element: it creates alertness, attention, introspection, and energy against the dark environment.

The system allowed us to develop posters, motion graphics, credits, adaptations for Spotify and YouTube, and promotional pieces.

We used typographic contrast as a conceptual reflection: to represent the individual, a digitized handwritten script; and for the institution, a Grotesk Bold Sans Serif.

The spiral as a structural symbol, the use of extreme contrasts, and a modular system adaptable to different formats.